Introduction: Service organizations must always monitor customers expectations in service quality. To realize this, implementing customer satisfaction and customer-oriented system is important in sport facilities which makes recognition of sport's competitive advantages and tools that managers evaluate the health of their relationship with customers. Importance-performance analysis is an effective tool for evaluating organization competitive position as well to identify and prioritize features of products or services.
Methodology: The population of this study included all customers in Mashhad city sport facilities. 396 person were chosen by convenience sampling. After ensuring the content and face validity, to collect data, a questionnaire that was designed by investigators was used. This questionnaire included 13 factors and 55 questions.
Results: The results showed that 13 factors affecting the customers satisfaction, 2 factors (access to services, price) among public customers and 4 factors (access to services, price, social satisfaction, according to environmental issues) among private customers were in the lower priority area, 5 factors (the quality of concrete, the trust, responsiveness, sympathy, training programs) among public and private customers were in the concentrate here area and 5 factor (confidence, social satisfaction, satisfaction with health, peer pressure, according to environmental issues) among public customers and 3 factors (confidence, satisfaction with health, peer pressure) among private customers were in the keep up the good work.
Discussion: The factors which have been in the lower priority area are not threatening for the system operation and don’t require immediate correction. The factors that have been in the concentrate here area, requires immediate reform and in this respect have high priority. Finally, the factors that have been in the keep up the good work area not only are important for the customers but also satisfied with their performance.